The Impact of Image Congruence on Brand Attachment and Loyalty : The Moderating Role of Product Type

2015 ◽  
Vol 4 (1) ◽  
pp. 43-76 ◽  
Author(s):  
Seeun Kim ◽  
◽  
Chae Mi Lim ◽  
Tae Hyun Baek ◽  
Youn-Kyung Kim
Keyword(s):  
Product Type ◽  
Brand Attachment ◽  
Image Congruence ◽  
The Impact ◽  
Moderating Role

Brand attachment and oppositional loyalty: The moderating role of moral identity

2021 ◽  
Vol 49 (10) ◽  
pp. 1-18
Author(s):  
Guo Cheng ◽  
Weiping Yu
Keyword(s):  
Brand Loyalty ◽  
Moral Identity ◽  
Customer Relationships ◽  
Dimensional Structure ◽  
Brand Attachment ◽  
Corporate Managers ◽  
The Impact ◽  
Positive Effect ◽  
Moderating Role

Comprehension of the driving factors and dimensional structure of oppositional loyalty (OL), which comprises willingness to pay a price premium, oppositional referrals, schadenfreude, and antibrand actions, is limited. To analyze OL behavior, we collected 453 surveys from Xiaomi mobile online communities. The results show that brand attachment had a positive effect on each dimension of OL. In addition, moral identity positively moderated the brand attachment–oppositional referrals relationship, and negatively moderated the impact of brand attachment on schadenfreude and antibrand actions. Our results can help corporate managers understand OL behavior, and contribute to new understanding of brand loyalty, customer relationships, and business ethics.

scholarly journals Brand experience effects on brand attachment: the role of brand trust, age, and income

2019 ◽  
Vol 31 (5) ◽  
pp. 610-645 ◽  
Author(s):  
Richard Huaman-Ramirez ◽  
Dwight Merunka
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Attachment ◽  
Content Type ◽  
Mediating Role ◽  
The Impact ◽  
Moderating Role

Purpose The purpose of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust and the moderating role of age and income. Design/methodology/approach A total of 334 participants consuming brands with an experiential offering completed an online questionnaire in a cross-sectional study. The data were analyzed through partial least squares structural equation modeling (PLS-SEM), and advanced methods such as the heterotrait–monotrait ratio and the Henseler’s multigroup analysis were used. Findings Brand experience is positively related to brand attachment, more so for younger consumers. This relationship holds for both hedonic and utilitarian brands. Results demonstrate the partial mediation of brand trust in this relationship, especially for utilitarian brands, and with a weaker indirect relationship for high-income consumers. Research limitations/implications The research was conducted in one country (Peru). Generalizability of results should be established by carrying out additional studies in other settings or countries. Practical implications Experiential marketing both as a positioning strategy and through marketing operations may help brands to increase consumer attachment. This may be managed both through the direct effect of favoring positive experiences and through the enhancement of brand trust. This is particularly the case for target markets composed of young and low-to-medium-income consumers. Originality/value Results confirm the impact of brand experience on brand attachment for both utilitarian and hedonic brands, and establish both the mediating role of brand trust and the moderating role of age and income. These are new insights on the process itself and on boundary conditions of an important established relationship.

scholarly journals Moderating role of self-congruence: Impact of brand personality on Brand attachment through the Mediating role of Trust

2018 ◽  
Vol 10 (1) ◽  
pp. 13-22
Author(s):  
Asma Amjad ◽  
Fiza Amjad ◽  
Khalid Jamil ◽  
Sharjeel Yousaf
Keyword(s):  
Brand Personality ◽  
Sampling Technique ◽  
Consumer Loyalty ◽  
Brand Trust ◽  
Brand Attachment ◽  
Mediating Role ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Increasingly companies are focused on searching for ways to create strong brand connections with consumers. It is illustrated that such connections lead to higher levels of consumer loyalty, which increases companies’ financial performance. The main purpose of this study is to explore the impact of brand personality on brand attachment through the mediating role of trust. Also investigate the moderating role of self-congruence on the relationship between brand personality and brand trust.  SPSS 23 is used to analyze the data. Data was collected through survey questionnaire technique and snow-ball sampling technique was used for data collection. Analysis reveal Brand personality have significant and positive relationship with brand trust. On the other side trust significantly enhance the brand attachment. While the results prove that self-congruence have significant moderating effect on the relationship between brand personality and brand trust. 

THE EFFECT OF BRAND ATTRACTIVENESS ON BRAND ATTACHMENT: THE MODERATING ROLE OF FLOW EXPERIENCE

2019 ◽  
Vol 2019 ◽  
pp. 427-427
Author(s):  
Xiaolei Yu ◽  
◽  
Kyunghoon Kim ◽  
Shuman Wang ◽  
Chunlin Yuan ◽  
...  
Keyword(s):  
Flow Experience ◽  
Brand Attachment ◽  
Brand Attractiveness ◽  
Moderating Role

Relationship between big five personality model and abusive supervision

2019 ◽  
Vol 12 (2) ◽  
Author(s):  
Bibi Tahira ◽  
Naveed Saif ◽  
Muhammad Haroon ◽  
Sadaqat Ali
Keyword(s):  
Big Five ◽  
Abusive Supervision ◽  
State Universities ◽  
Big Five Personality ◽  
Big Five Model ◽  
The Impact ◽  
First Time ◽  
Supervisor Behavior ◽  
Moderating Role

The current study tries to understand the diverse nature of relationship between personality Big Five Model (PBFM) and student's perception of abusive supervision in higher education institutions of Khyber Pakhtoonkhwa Pakistan. Data was collected in dyads i.e. (supervisors were asked to rate their personality attributes while student were asked to rate the supervisor behavior) through adopted construct. For this purpose, data was collected from three government state universities and one Private Sector University. The focus was on MS/M.Phill and PhD student and their supervisors of the mentioned universities. After measuring normality and validity regression analysis was conducted to assess the impact of supervisor personality characteristics that leads to abusive supervision. Findings indicate interestingly that except agreeableness other four attributes of (PBFM) are play their role for abusive supervision. The results are novel in the nature as for the first time Neuroticism, openness to experience, extraversion and conscientiousness are held responsible for the abusive supervision. The study did not explore the demographic characteristics, and moderating role of organizational culture, justice and interpersonal deviances to understand the strength of relationship in more detail way. Keywords: Personality big five model, abusive supervision, HEIs

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